Techniques for wireless communication of proximity based marketing

ABSTRACT

A system and method for wireless communication of proximity based marketing is provided. The method includes determining whether a proximity device and a mobile computing device are within a first proximity to each other, wherein the proximity device is associated with at least one of a product and a service, and communicating information indicating that the proximity device and the mobile computing device are within the first proximity to each other, when it is determined that the proximity device and the mobile computing device are within the first proximity to each other.

CROSS-REFERENCE TO RELATED APPLICATION

This application is a continuation of U.S. patent application Ser. No.14/874,038 filed on Oct. 2, 2015, which is a continuation of U.S. patentapplication Ser. No. 13/292,055 filed on Nov. 8, 2011 which claims thebenefit under 35 U.S.C. §119(e) of a U.S. Provisional application filedon Nov. 8, 2010 in the U.S. Patent and Trademark Office and assignedSer. No. 61/411,316, the entire disclosure of which is herebyincorporated by reference.

BACKGROUND

The ability to advertise serves a crucial role for both sellers andconsumers in a market. The continued revolution of the internet hascaused significant changes in the newspaper, magazine, and televisionmarkets. These changes have generally resulted in decreased viewershipand made advertising to large audiences more difficult. For instance,many people no longer receive a daily newspaper, thereby limitingadvertising in the newspaper. This also reduces the use ofadvertisements, such as coupons, that have traditionally been includedwith newspapers. Similarly, people often view television with theassistance of a digital video recorder that allows them to fast forwardthrough, or altogether skip the advertisements.

The increased difficulty in marketing and advertising not only makes itmore complicated for marketers to educate consumers about new andcontinuing products, it can also negatively affect consumers. Thereduced viewership of advertising can make it more difficult onconsumers to determine when sales are occurring and to clip and usecoupons for products they are interested in purchasing.

In some areas, marketers have sought to overcome the challenge toadvertise through the use of so called “loyalty cards” or “rewardscards”. The cards are used to identify a consumer each time the consumerpurchases a product and to track the purchases of consumers at aselected store or chain of stores. Coupons are often printed based onthe purchases made by a consumer, as they are tracked using theconsumer's identification. However, the coupons are often printed aftera person has purchased a product. Many times the coupons expire orconsumers loose the coupons before they are needed. More importantly, avast amount of information is often collected by a store about theconsumer's purchasing habits. This immense data collection can be a riskto both the consumer as well as creating a huge liability for the store.If the information were to become lost or stolen, the store may beliable for resulting damages.

BRIEF DESCRIPTION OF THE DRAWINGS

Features and advantages of the invention will be apparent from thedetailed description which follows, taken in conjunction with theaccompanying drawings, which together illustrate, by way of example,features of the invention; and, wherein:

FIG. 1 is an example illustration of a proximity based marketing systemin accordance with an embodiment of the present invention;

FIG. 2 illustrates an example block diagram of a system for proximitybased marketing in accordance with an embodiment of the presentinvention;

FIG. 3 illustrates a block diagram of an example illustration of aMulti-Mode Magnetic Induction Communication (MMMIC) device having threemutually orthogonal antennas in accordance with an embodiment of thepresent invention;

FIG. 4 illustrates a block diagram of a MMMIC device incorporated in amobile computing device and in communication with Near FieldCommunication (NFC) compliant and non-NFC compliant devices inaccordance with an embodiment of the present invention; and

FIG. 5 depicts a flow chart of a method for wireless communication ofproximity based marketing in accordance with an embodiment of thepresent invention.

Reference will now be made to the exemplary embodiments illustrated, andspecific language will be used herein to describe the same. It willnevertheless be understood that no limitation of the scope of theinvention is thereby intended.

DETAILED DESCRIPTION

Before the present invention is disclosed and described, it is to beunderstood that this invention is not limited to the particularstructures, process steps, or materials disclosed herein, but isextended to equivalents thereof as would be recognized by thoseordinarily skilled in the relevant arts. It should also be understoodthat terminology employed herein is used for the purpose of describingparticular embodiments only and is not intended to be limiting. Thefollowing definitions are provided for clarity of the overview andembodiments described below.

DEFINITIONS

As used herein, the term “substantially” refers to the complete ornearly complete extent or degree of an action, characteristic, property,state, structure, item, or result. For example, an object that is“substantially” enclosed would mean that the object is either completelyenclosed or nearly completely enclosed. The exact allowable degree ofdeviation from absolute completeness may in some cases depend on thespecific context. However, generally speaking the nearness of completionwill be so as to have the same overall result as if absolute and totalcompletion were obtained. The use of “substantially” is equallyapplicable when used in a negative connotation to refer to the completeor near complete lack of an action, characteristic, property, state,structure, item, or result.

As used herein, the term “about” is used to provide flexibility to anumerical range endpoint by providing that a given value may be “alittle above” or “a little below” the endpoint.

As used herein, the term “advertisement communication” includes thedelivery of marketing information for a selected product or group ofproducts, solicitations for the product or group of products, andcoupons, rebates, or other types of promotional offerings for theproduct or group of products.

As used herein, the term “user” and “consumer” are considered to besynonymous unless explicitly described otherwise.

As used herein, the term “product” is intended to refer to a good orservice that is advertised and/or offered for sale.

As used herein, the term “NFC compliant device” refers to a wirelesscommunication device that can be compliant with at least one of the ISOspecifications including ISO 14443A, ISO 14443B, ISO 18092, and ISO15693. At the time of writing, the most current ISO 14443 specificationfor parts A and B consists of four parts: (1) the ISO/IEC 14443-1:2008disclosing physical characteristics specifications; (2) the ISO/IEC14443-2:2001 disclosing radio frequency and signal interferencespecifications; (3) the ISO/IEC 14443-3:2001 disclosing initializationand anti-collision specifications; and (4) the ISO/IEC 14443-4:2001disclosing transmission protocol specifications. The ISO 15693specification consists of three parts: (1) ISO/IEC 15693-1:2000disclosing physical characteristics specifications; (2) ISO/IEC15693-2:2006 disclosing air interface and initialization specifications;and (3) ISO/IEC 15693-3:2009 disclosing anti-collision and transmissionprotocol specifications. An NFC compliant device is considered to becompliant if the device is substantially compliant, or expected to besubstantially compliant with an accepted version of the ISO 14443, ISO18092, or ISO 15693 specifications, whether the accepted date isprevious to the versions listed above or consists of a future acceptedversion of the specifications, or has evolved from similar technologyover time. The term NFC compliant device can also refer to other typesof close proximity communication devices that are not compliant with theISO 14443 specifications but are configured to communicate at a distanceof about 10 cm or less.

As used herein, the term “close proximity communication device” isintended to refer to NFC compliant devices, as well as other types ofdevices that are configured to communicate only within a close proximityof less than about 30 centimeters (cm) from a receiver or transceiver.

As used herein, discussion of a communication from one device to anotherdevice may be provided as an example communication between devices butis not intended to be limited to a unidirectional communication. Forexample, embodiments where a first device sends a communication to asecond device are not-limited to a one-directional communication fromthe first to the second device, but can also include embodiments wherethe communication is sent from the second device to the first device, orwhere communications are bi-directionally exchanged from the firstdevice to the second device and from the second device to the firstdevice.

As used herein, the term “mobile computing device” refers to a deviceincluding a digital processor coupled to a digital memory. The mobilecomputing device may be a simple device operable to receive a signal andrespond. Alternatively, the mobile computing device can be a complexdevice having multiple processors and a display screen.

As used herein, the term “cloud based storage” refers to digital storageat a remote location. The digital storage can be any type of digitalstorage including, but not limited to, magnetic storage, opticalstorage, and solid state storage devices. The digital storage may belocated on a server. A local device, such as a mobile computing deviceor a proximity computing device can access the digital storage at theremote location via a wireless or a wired connection through a privateor public network including, but not limited to a local area network, apersonal area network, a wide area network, and an internet connection.

EXAMPLE EMBODIMENTS

An initial overview of technology embodiments is provided below and thenspecific technology embodiments are described in further detail later.This initial summary is intended to aid readers in understanding thetechnology more quickly but is not intended to identify key features oressential features of the technology nor is it intended to limit thescope of the claimed subject matter.

The wireless communication of proximity based content enables a user tosend or receive content when the user is within a limited proximity of alocation or object. The content may be related to or associated with thelocation or the object. Also, the sending or receiving of the contentmay be triggered by the user entering the limited proximity to thelocation or the object.

In one embodiment, the wireless communication of the proximity basedcontent can be accomplished by wirelessly communicating with a user'smobile computing device, such as a smart phone. While the mobilecomputing device is described herein as being mobile, the mobilecomputing device may be a fixed device. The mobile computing device canbe a handheld computing device, a portable multimedia device, a smartphone, a tablet computing device, a laptop computer, an embeddedcomputing device or similar device. An embedded computing device is acomputing device that is inlayed in a selected object such as a vehicle,a watch, a key fob, a ring, a key card, a token, a poker chip, asouvenir, a necklace amulet, and so forth. A computing device may beembedded in substantially any type of object. The mobile computingdevice can be a device that is user owned, rented, leased, associatedwith, or otherwise in the possession of the user. A user owned devicecan include mobile computing devices that are actually owned byrelatives, friends, and employers of the user.

In one embodiment, the wireless communication of the proximity basedcontent can be accomplished by the user's mobile computing devicewirelessly communicating with a proximity computing device that isdisposed at or near, or otherwise associated with, a location or object.While the proximity computing device may be described herein as beingfixed, the proximity computing device may be a mobile device. Theproximity computing device may be another mobile computing device or anyother type of computing device. The proximity computing device may beowned by the user or another entity.

The proximity based content that is sent by one of the mobile computingdevice and the proximity computing device to the other of the mobilecomputing device and the proximity computing device, may include contentthat is locally stored, content that is received through a wired orwireless network from a remote content storage and/or providing device,or a combination thereof. The proximity based content may be generatedby the user or another entity either locally or remotely, and in advanceor contemporaneously with the sending of the proximity based content.The proximity based content that is received by one of the mobilecomputing device and the proximity computing device from the other ofthe mobile computing device and the proximity computing device may be atleast one of locally stored, locally processed, and communicated toanother entity via a wired or wireless network. One of the mobilecomputing device and the proximity computing device can receive or storea pointer that identifies where the proximity based content is located.

The mobile computing device can include a short range communication(SRC) device configured to communicate with another SRC device includedwith the proximity computing device that is associated with the locationor the object. Herein, the SRC device included in the mobile computingdevice will be referred to as an SRC device and the SRC device includedin the proximity computing device will be referred to as a PSRC device.Herein, the SRC device and the mobile computing device may beinterchangeably referred to. Similarly, the PSRC device and theproximity computing device may be interchangeably referred to. However,in certain embodiments the PSRC device may be used without a proximitycomputing device and may have one or more of the functions of theproximity computing device included therein. Herein, the term “proximitydevice” refers to a device associated with at least one of an object(e.g., a product), a location, a service, etc. Herein, the proximitydevice may be any one of the PSRC device, the proximity computingdevice, any device associated with either the PSRC device or theproximity computing device, any alternatives of the PSRC device, theproximity computing device, or any device associated with either thePSRC device or the proximity computing device, or any combinationthereof.

In one embodiment, when each PSRC device is associated with a selectedlocation or object, the PSRC may be located at or adjacent to thelocation or object with which the PSRC device is associated, such as ina store, at a kiosk, at an event, at a point of entry, and so forth.When the user travels within the limited proximity of the PSRC device,content can be communicated between the PSRC device and the user'smobile computing device. The content may include instructions for themobile computing device to send a notification that the user is in theproximity of the associated location or object. The content may alsoinclude more detailed content, such as one or more of identifyinginformation, a message, multimedia content, information about thelocation or object, advertisement information, etc. The type of contentcommunicated can depend on an identity of the user. For instance,different types of content may be communicated depending on one or morecharacteristics of the user, such as purchasing behavior, filterpreference settings, personal profile settings, and/or the age andgender of the user, etc. In addition, the type of content communicatedcan depend on one or more of any other types of conditions, includingthe time, date, weather, etc.

The SRC device and the PSRC device can be configured to enable the userto efficiently communicate within a defined proximity, whilesubstantially minimizing communication that can occur outside of thedefined proximity. The defined proximity can be a selected diameteraround the location or object, such as a diameter of about 3 meters. Thedefined proximity is also referred to as a proximity boundary. When auser moves within the proximity boundary (such as +/−1.5 meters from aselected product), the short range communication transceiver associatedwith the location or object can efficiently communicate with the SRCdevice coupled to the user's mobile computing device. The relativelysmall dimension of the proximity radius may be used to allow the user toconveniently identify a location or locate an object, which is locatedwithin the defined proximity, when the content is communicated.

In order to reduce unwanted wireless communication of proximity basedcontent, and focus on the proximity based content the user is interestedin, a proximity based communication filter module can be used with themobile computing device to filter the locations and objects for whichproximity based content may be wirelessly communicated. In addition, theproximity based communication filter module may filter the proximitybased content that may be wirelessly communicated. In one embodiment,the user may set rules that include at least one of permissions andrestrictions for proximity based communication. The rules can be storedat the mobile computing device to limit potential intrusiveness ofcommunicating proximity based content associated with certain locationsor objects. Also, the rules can limit the undesired communication ofcertain proximity based content or types of proximity based contentassociated with locations or objects. In addition, the rules mayidentify actions to be performed by a user's mobile computing devicebased on certain communicated content, the communication of proximitybased content associated with certain locations or objects, or theuser's presence within the proximity of certain locations or objects.

Similarly, the proximity computing device may be used with a proximitybased communication filter module to filter which mobile computingdevices may be wirelessly communicated. In addition, the proximity basedcommunication filter module may filter the proximity based content thatmay be wirelessly communicated. In one embodiment, rules may be selectedthat include at least one of permissions and restrictions for proximitybased wireless communication. The rules can be stored at the proximitycomputing device to limit the communication of proximity based contentassociated with certain mobile computing devices. Also, the rules canlimit the undesired communication of certain proximity based content ortypes of proximity based content. For example, the rules can preventnon-authorized mobile devices from accessing content or communicationswithin the system. In addition, the rules may identify actions to beperformed by the PSRC device based on certain communicated content, thecommunication of proximity based content associated with certain mobilecomputing devices, or the presence of a certain mobile computing devicewithin its proximity.

The ability to sharply define a desired proximity boundary can provide asignificant advantage for the wireless communication of proximity basedcontent. If an edge of the proximity boundary is substantially variable,a user may detect and/or receive content for locations or objects thatmay not be visible or easily discovered by the user. Certain types ofubiquitous wireless standards may not be useful to sharply define theproximity edge. Standards such as Wi-Fi, also known by the 802.11standard from the Institute of Electronic and Electrical Engineers(IEEE), utilize Radio Frequency (RF) signals that can have a range ofhundreds of feet. The RF signal may be detected in certain situationswell outside of the desired range. More localized standards, such asBluetooth® can have the same challenge, albeit for a smaller range. Atypical range for a Bluetooth device can be approximately 10 meters orabout 30 feet.

In accordance with one embodiment of the present invention, one or bothof the SRC device and the PSRC device may include short rangetransceivers that can be configured to communicate using Near FieldMagnetic Induction (NFMI). Unlike RF signals, which are created bymodulating information onto an electromagnetic plane wave andtransmitting those signals into free space, NFMI signals are created bymodulating information onto a magnetic field. The magnetic field islocalized around the transmitting antenna. The signal outside of thislocalized region is typically attenuated below the noise floor, therebymaking it difficult or impossible to receive the signal. The powerroll-off for an electromagnetic signal is one over the distance squared(1/(dist²)), meaning that every time the distance is doubled, the poweris one fourth (¼) as strong. In contrast, the power roll-off for a NFMIsignal is proportional to one over the distance to the sixth(1/(dist⁶)), meaning that every time the distance is doubled, the poweris one sixty-fourth (1/64) as strong. Thus, the use of NFMI can enable asignal that can be transmitted predictably within a well defined area ordistance.

However, the edge of the proximity boundary may be variable even whenNFMI is used. One challenge with communicating through the use ofmagnetic induction is the polarization of the signals relative to thetransmitter and receiver antennas. Maximum power in an NFMI signal canbe communicated between two NFMI antennas with axis that are parallel toone another. Minimum power is transmitted between two antennas withantenna axis that are perpendicular to one another. The difference intransmitted power can be significant.

For instance, at 1 meter, the power received in an NFMI signaltransmitted between two antennas that are substantially parallel to eachother can be 50 decibels (dB) greater than the power received when oneof the antennas is substantially perpendicular to the other.

The transmitter typically has no way of knowing the orientation of thereceiver antenna, therefore it must transmit at the maximum (worse case)power setting of +50 dB to ensure a link distance of 1 meter when theantennas are perpendicular with one another.

In an NFMI system, the power roll-off is 60 dB per decade. Therefore 50dB correlates to 0.833 decades (50 dB/60 dB) or an increased linkdistance of 6.8 times (10̂0.833). Thus, if the transmitter and receiverantenna are optimally positioned (i.e., parallel) while the transmitteris at full power (+50 dB), the link distance will reach out to 6.8meters instead of 1 meter. This means that an NFMI link will have arange from approximately one to seven meters. This wide range, whichdepends on the orientation of the transmitter and receiver antennas,substantially reduces the ability to sharply define a selected proximityaround a location or object.

One way of dealing with the challenge of a variable proximity edgecaused by antenna misalignment is to design one or both of thetransmitter and receiver with multiple orthogonal antennas. This ensuresthat at least one of the receiving antennas will be substantiallyparallel to the transmitting antenna regardless of the relativealignment between the transmitter and the receiver. In one embodiment,the signal can be received at a receiver having multiple orthogonalantennas. A portion of the signal can be received on each of theorthogonal antennas and summed, thereby maximizing the signal no matterthe orientation. Alternatively, one or more of the antennas can beselected to transmit or receive based on strength of the signal.

The PSRC device associated with the location or object can also includemultiple orthogonal antennas, enabling the device to receive NFMIsignals broadcast from the user's mobile computing device no matter whatthe orientation is between the two transceivers. In one embodiment, theantenna that is used to receive the signal can also be used to transmit.The antenna may be used to transmit on the assumption that it is thebest aligned antenna with the antenna on the receiving transceiver,thereby maximizing the link distance and minimizing the power needed tocommunicate between the two transceivers. This, in turn, reduces theemission levels of the transceiver.

In one embodiment, the use of multiple antennas to communicate a signalis referred to as antenna diversity. When the antennas are used tocommunicate a magnetic induction signal, antenna diversity refers to theuse of multiple orthogonal antennas that are directly connected to asingle transceiver. This is different than antenna diversity used intransmission schemes such as Multiple Input Multiple Output (MIMO),wherein multiple antennas are used to perform spatial multiplexing todecrease signal loss through channel fading. The use of multipleorthogonal antennas to receive a magnetic induction modulated signalwill be referred to as magnetic induction antenna diversity. In oneembodiment, the use of magnetic induction antenna diversity can be usedin combination with spatial diversity to allow the benefits of bothspatial diversity and magnetic induction antenna diversity to beaccomplished.

Magnetic induction antenna diversity can be the selection of the bestaligned antenna to receive or transmit with another transceiver.Alternatively, magnetic induction antenna diversity can involve summingthe signal on two or more antennas. The use of magnetic inductionantenna diversity enables the variability of the proximity boundary tobe substantially reduced. Since, in a system with multiple receiverantennas positioned in orthogonal planes, a receive antenna can alwaysbe selected that is significantly aligned (i.e., parallel) with atransmit antenna, it reduces the need to significantly increase thetransmit power to ensure that the signal can be received at a selecteddistance independent of its relative orientation with the transmitantenna, and vice versa. It should be noted that the use of NFMItransceivers does not, by itself, constitute magnetic induction antennadiversity.

The transmit power in each of the NFMI transceivers can be set at alevel to define a desired radius of a proximity boundary. Thetransceivers may be designed so that the proximity boundary may besubstantially circular. Alternatively, the antennas on the short rangetransceiver associated with the product can be designed to provide aradiation pattern of a desired shape, such as a narrow arc or conicalpattern, thereby providing additional accuracy for the user to identifythe location or object associated with the PSRC device.

In one embodiment, the proximity signal that defines the proximityboundary can contain information. The information may be related to thePSRC device, such as a location of the PSRC device or a product orservice associated with the PSRC device. The information carried on theproximity signal can also be information that is related to the SRCdevice such as set user preferences, filter settings, a useridentification value, and so forth. Thus, the proximity signal can be abidirectional signal that is used to both define a boundary and carryunidirectional or bidirectional information between the SRC device andthe PSRC device using near field magnetic induction (NFMI).

As described herein, NFMI is ideally suited as a communicationstechnique for the wireless communication of the proximity based content,particularly when magnetic induction antenna diversity is employed.However, the present invention is not limited thereto as othercommunications techniques may be alternatively or additionally beemployed. For example, the use of location determination technologies,such as the Global Positioning System (GPS), triangulation of RFsignals, a correspondence of a coverage area to a known location, atransmission and/or reception range, or some combination thereof, may beimplemented to determine if the user is within the limited proximity ofthe location or the object. When other communications techniques arealternatively or additionally be employed, the proximity may bepredefined or adaptively defined based on one or more criteria.Nevertheless, the description of the example embodiments of the presentinvention will be limited to NFMI for conciseness in explanation.

By limiting the proximity to the location or the object to a relativelysmall distance, the resulting characteristics of this arrangement may beexploited for diverse applications ideally suited thereto. For example,the wireless communication of proximity based content may includeimplementations for proximity based messaging, proximity based locationservices, proximity based security, proximity based marketing, etc.

However, for conciseness in explanation, example embodiments of thepresent invention may be described in the context of techniques forproximity based marketing. However, the present invention is not limitedthereto and the descriptions thereof may equally be applicable to otherimplementations of the present invention, including, but not limited to,proximity based messaging, proximity based location services, proximitybased security, proximity based marketing.

Proximity based marketing is a particularly beneficial implementation ofthe wireless communication of proximity based content because it allowsa user to locate, become informed about, and purchase desired items orservices while being located within a proximity of the product orinformation regarding a service. Proximity based marketing can alsoinclude the communication of financial incentives such as coupons orrebates for products. In order to increase the readability of thedescription of the techniques for proximity based marketing, differentterms than those utilized above may be referred to below. For example,the term “consumer” may be interchangeably used with the term “user”.Also, the language “location or object” may be interchangeably used withthe term “product”. In addition, the language “proximity based content”may be interchangeably used with the term “proximity based marketing”.Still further, the language “proximity based communication filtermodule” may be interchangeably used with the language “proximitysolicitation filter module.” Also, reference to the term “coupon” isused as a specific example of content and examples including a “coupon”can be more broadly construed as including any desirable type ofcontent. Similarly, reference to a Point of Sale (POS) terminal is aspecific example of a type of proximity computing device, although manyother types of proximity computing devices may also be used.

Advertisement communications can be sent to the customer when he or sheis located within the proximity of a selected product. Herein, theselected product may be described as being located in the store forconvenience of description. However, the present invention is notlimited thereto as the selected product may be located anywhere. Theadvertisement communication can inform the customer of information abouta product as well as promotions that may be offered for the product. Apromotion, such as a coupon or rebate, can be stored on the customer'smobile computing device.

A POS terminal is a terminal, typically located at a store or other typeof sales location, which is used to conduct a financial transaction,such as a sale of goods. A common form of POS terminal is a cashregister. The POS terminal may include wireless communicationscapabilities that allow it to communicate with the SRC device. Thecoupon or other type of promotion which has been received by the mobilecomputing device and stored on the mobile computing device can then bewirelessly communicated from the mobile computing device to a Point OfSale (POS) terminal, thereby enabling the customer to take advantage ofthe coupon. Alternatively, the coupon may be stored on the customer'smobile computing device for use at a later time. However, the customerdoes not need to keep track of the coupon. In one embodiment, the POSterminal can poll the mobile computing device for any coupons related toproducts that are purchased at the POS terminal, thereby enabling theconsumer to take advantage of the coupon for weeks or even months afterit is stored on the mobile computing device. The polling of the mobilecomputing device, or the transfer of coupons from the mobile computingdevice to the POS terminal, is not limited to NFMI communications. Forexample, a coupon may be transferred via NFMI to the mobile computingdevice, but once stored on the mobile computing device, the coupon maybe further transmitted using other communication methods. Some examplecommunication methods or protocols which may be native to the mobilecomputing device may include, for example, NFC, Bluetooth, WiFi, ThirdGeneration Partnership Project (3GPP) Long Term Evolution (LTE),Worldwide Interoperability for Microwave Access (WiMAX), optical link,acoustic link, infrared, wired, and so forth.

To facilitate compatibly with a conventional POS terminal, and as oneexample of an optical communication, the coupon may be displayed as abarcode on a display of the customer's mobile computing device that isscanned by a barcode reader of the POS terminal. The displayed barcodemay include information identifying all of the coupons stored on thecustomer's mobile computing device. Also, the coupon may be displayed asan alphanumeric code that can be manually entered into the POS terminal.

Storing the coupon on the mobile computing device enables the coupon tobe used, even if the consumer no longer remembers the coupon. Couponsmay be used until the date at which they are set to be expired. Theexpiration date can be stored with the coupon and monitored by themobile computing device or the POS terminal when the coupon is uploadedto the POS terminal. The mobile computing device may also be configuredto notify the user that a coupon is about to expire. The notificationmay be in the form of text, graphical, sound, vibration, or acombination of these elements. The notification can be set to remind theuser at predefined intervals prior to the coupon's expiration. When theconsumer is notified, the consumer may set an alarm notification alertto reappear at a later time, prior to the expiration of the coupon. Thenotification can originate from the mobile computing device or from athird party. For example, stored coupons can be made available from athird party via a wireless connection (such as by using cellular basedcommunications such as 3GPP or WiMAX, for example), and a notificationor announcement can be sent to the user from the third party. Thenotification/announcement from the third party can be sent usingtraditional wireless or cellular technology (e.g., 3G), or can be sentto the user via text, email, social networking, and the like. Similarly,the notification can be sent to a user's cloud based storage where itcan be viewed by the user.

Moreover, a portion of the coupon may be stored in a “cloud” storagefacility that is associated with the consumer's mobile computing device.For instance, a multimedia portion of the coupon may be streamed from acloud storage facility. The actual data stored on the mobile computingdevice regarding the coupon can be a limited amount of data, such assufficient data to identify the coupon to the POS terminal. For example,a numeric or alphanumeric code may be stored on the mobile computingdevice for transmission to the POS terminal, while multimedia related tothe coupon may be stored and/or streamed from a cloud storage facility.

In addition, the advertisement or solicitation may be stored locally andtriggered by a proximity event at a later time. For example the couponmay be received via an email, text message, instant message, socialmedia, etc. and stored on a mobile computing device. The consumer can benotified when the mobile computing device is within a proximity of theproduct associated with the coupon. Also, the coupon can be entered intothe mobile computing device manually, or by performing an optical scanof a physical coupon, barcode or the like. In one aspect, coupons can bereceived as the result of an electronic subscription, a web search, etc.In another aspect, coupons can automatically be retrieved from adatabase, from the internet, etc. based on a shopping list entered intothe mobile computing device.

In some examples, coupons, price comparisons, rebates, and so forth canbe searched and/or retrieved via a wireless connection when the consumeris in proximity to a product. Some or all of the information can beretrieved from the store or location of the consumer, while some or allof the information can also be retrieved via the internet, or othernetworks or databases. In some examples, coupons may be pre-loaded intothe mobile computing device. When the consumer is in proximity to aproduct for which the consumer has a coupon, an alert can be provided tothe consumer when the consumer is near the desired product.

Alternatively, coupon scraping and price comparison research may beconducted by a consumer at a later time based on information obtainedwhile in the proximity of a product. For instance, a consumer mayreceive information that allows the consumer to determine a priceoffered for a product. The consumer can then use his or her mobiledevice to compare that price with other prices available on theinternet. In addition, the consumer may obtain a coupon or other type ofdiscount that is available on the internet for that product.

In order to reduce unwanted advertisements, and focus the advertisementson products that the consumer is interested in, the proximity basedcommunication filter module can be used to enable a user to identify theproducts and markets that he or she is interested in. Hereafter, theproximity based communication filter module may be referred to as theproximity solicitation filter module. The consumer can set solicitationrules. These rules can be stored on the mobile computing device to limitpotential intrusiveness of marketing for unwanted products and marketsas the consumer walks through a store.

More importantly, the consumer is in control of his or her owninformation. The consumer can use his or her own mobile computing deviceto store the solicitation rules, and store information related toadvertisements on the mobile computing device. By storing theinformation on the user's mobile computing device, rather than relyingon a store or other entity to store the information, it significantlyincreases user privacy and reduces the risk of loss of consumerinformation for the store and significantly eliminates the risk ofmisuse or undesired use of the consumer's information by another entity.

The rules can be set for each product or a group of products. One rulethat the user can set is to identify whether the user wants to receiveinformation on the user's mobile computing device about a selectedproduct or group of products. Another rule that may be set is whetherthe user wants to receive information related to a discount such as acoupon or rebate. More complex rules can also be set. This will bediscussed more fully below.

If the rules are setup to ignore a selected product, or class ofproducts, then the consumer may not be notified and the consumer'smobile computing device may not be activated. Depending upon the typesof rules setup by the consumer, the consumer may be notified and/or anadvertisement such as a coupon may be received and stored on theconsumer's computing device.

As described above, the ability to sharply define a desired proximityboundary can provide a significant advantage, and this is particularlytrue for proximity based marketing. If an edge of the proximity boundaryis substantially variable, a consumer may receive notifications forproducts that may not be visible or easily discovered by the consumer.This aspect will be described in greater detail below with reference toFIG. 1 in the context of a proximity based marketing system as aspecific example of a system for the wireless communication of proximitybased content.

FIG. 1 is an example illustration of a proximity based marketing systemin accordance with an embodiment of the present invention. While aproximity based marketing system is illustrated in FIG. 1 and describedherein, the constituent elements and functions thereof may be equallyapplicable to other implementations of the wireless communication ofproximity based content.

Referring to FIG. 1, an example is illustrated of a PSRC device 104located on a store shelf 106 adjacent to a selected product. The PSRCdevice 104 may be disposed in a proximity computing device. The PSRCdevice 104 is configured to communicate using NFMI. The PSRC device 104is configured to transmit a signal with sufficient power so that thesignal is detectable in a proximity boundary. In this example, theproximity boundary has a distance of approximately 6 feet from the PSRCdevice 104. The radius of the inner circle 108 represents the distanceof 6 feet. A consumer 112 can carry a mobile computing device 110 havingan SRC device configured to receive the NFMI signal broadcast by thePSRC device 104.

If both the SRC device on the mobile computing device 110 and the PSRCdevice 104 include only a single antenna, then the power of the NFMIsignal transmitted from the PSRC device needs to be sufficient to ensurethat the signal can be received at the mobile computing device 110 atthe perimeter of the inner circle 108 even when the antenna of the SRCdevice at the mobile computing device 110 and the antenna of the PSRCdevice 104 are poorly aligned (i.e., substantially perpendicular). Aspreviously discussed, the power needs to be increased approximately 50dB (i.e., 10,000 to 100,000 times) for this to be achieved.

However, when the antennas of the SRC device at the mobile computingdevice 110 and the PSRC device 104 are better aligned, then the NFMIsignal may be received anywhere within the outer circle 114, whichrepresents a radius that is seven times greater than the inner circle108. A consumer 112 having a mobile computing device 110 with an antennathat is coaxial to or parallel with the antenna of the PSRC device 104may detect the NFMI signal several rows away from the actual product. Infact, each person illustrated in FIG. 1 may be able to detect the signalbased on the alignment of the respective antennas.

If one or both of the PSRC device 104 and the SRC device on the mobilecomputing device 110 included multiple orthogonal antennas that usemagnetic induction antenna diversity to receive and/or transmit the NFMIsignal, it can be ensured that the receiver and transmitter antenna aresubstantially optimally aligned, thereby enabling a substantiallymaximum amount of the possible power to be received independent of theposition of the SRC antenna at the mobile computing device 110 relativeto the antenna of the PSRC device 104. This enables the uncertainty area(i.e., the area between the outer circle 114 and the inner circle 108)to be substantially reduced, thereby enabling the PSRC device to bedesigned with a desired proximity area with minimal uncertainty area.

The size of the proximity boundary 108 and the uncertainty area outsideof the proximity boundary is determined by the transmit power of eitherthe PSRC device 104 or the SRC device on mobile computing device 110,the receive sensitivity of either the PSRC device 104 or the SRC deviceon mobile computing device 110, and/or antenna alignment. These factors,individually or in combination, can facilitate optimal communicationcoupling which provides a well defined edge of the proximity boundary.

In another embodiment, a display external from the user's mobilecomputing device can be in communication with the PSRC device 104. Whenthe consumer passes within the defined proximity, and the rules on theconsumer's mobile computing device are set to allow the SRC to receiveinformation from the PSRC, the PSRC may send a request message to theconsumer's mobile computing device, which can respond with anacknowledgement message that the consumer is interested in the product(based on the set rules). The external display can then be used todisplay a selected advertisement and/or provide promotional information,coupons, rebates, and so forth. The external display may be locatedproximate to a desired product. Alternatively, the external display maybe mobile. For example, the external display may be located on ashopping cart. When a user comes within proximity of a selected product,as determined by a communication between the PSRC device 104 and the SRCdevice on the mobile computing device, the mobile display can be used todisplay desired content related to the selected product. For instance,the information may be sent from the SRC device, the media communicationdevice, the PSRC device, or the proximity media communication device.Alternatively, the information may be previously stored in the mobiledisplay and displayed on the mobile display in connection with the userentering the proximity boundary. Any means may be used to communicate toa display of a product when the user is identified as entering a definedproximity boundary by one of the SRC device and the PSRC device.

In one embodiment, in order to provide additional privacy to the user,information may be sent from the PSRC and either received or ignored bythe mobile computing device based on preference settings. This may be astrictly unidirectional link with no feedback back to the PSRC from theSRC on the mobile computing device. The PSRC device may not receive anyinformation regarding whether the information transmitted has beenreceived at the mobile computing device.

In another embodiment, the SRC device coupled to the mobile computingdevice can transmit a proximity signal. When the mobile computing deviceis within a defined proximity boundary associated with a PSRC device(i.e., the mobile computing device is within a defined proximity of aproduct), the proximity signal transmitted by the SRC device can bereceived by the PSRC device. The PSRC device can then transmitinformation identifying the product with which it is associated.

Alternatively, the PSRC device may be a passive device, such as apassive Radio Frequency IDentification (RFID) device that is notactively powered (i.e., is not connected to a power source). In thisembodiment, the proximity signal may include information or may be anull signal configured to activate the passive PSRC device using energyfrom the proximity signal. When the proximity signal is communicatedfrom the SRC device to the PSRC device then a signal can be reflectedfrom the passive PSRC device and received at the SRC device. Thereflected signal can include information identifying the product that isassociated with the PSRC device.

The consumer may be given the option of manually selecting whether ornot to receive information related to the product, such as a coupon, onhis or her mobile computing device. For instance, the consumer may pressa soft key on the external display giving permission to send theinformation to the consumer's computing device. This enables theconsumer to receive information about products according to the rulesset by the consumer, while not requiring the consumer to use his or hermobile computing device, thereby enabling the consumer to leave thecomputing device in their pocket, purse, or other storage location asthey walk through a store.

An example of a proximity based marketing system as a specific exampleof a system for the wireless communication of proximity based content isdescribed below with reference to FIG. 2.

FIG. 2 illustrates an example block diagram of a system for proximitybased marketing in accordance with an embodiment of the presentinvention. While the proximity based marketing system 200 is illustratedin FIG. 2 and described herein, the constituent elements and functionsthereof may be equally applicable to other implementations of thewireless communication of proximity based content.

Referring to FIG. 2, the proximity based marketing system comprises amobile computing device 202. As described above, the mobile computingdevice 202 can be a handheld computing device, a portable multimediadevice, a smart phone, a tablet computing device, a laptop computer, anembedded computing device or similar device. The mobile computing device202 can be a mobile computing device that is owned by, or otherwiseassociated with, the store in which it is used. Alternatively, themobile computing device 202 can be a mobile computing device that is notowned by the store in which it is used. In other words, the mobilecomputing device 202 can be a device that is customer owned, rented,leased, associated with, or otherwise in the possession of the customer.A customer owned device can include mobile computing devices that areactually owned by relatives, friends, employers, or other types ofassociates of the customer.

The mobile computing device 202 can include a digital storage 204. Thedigital storage 204 may be a magnetic digital storage such as a harddisk, an optical digital storage such as an optical disk, a solid statedigital storage such as a Dynamic Random Access Memory (RAM) or apersistent type digital storage such as a flash RAM. Other types ofdigital storage may also be used, as can be appreciated. The digitalstorage 204 may be integrated in the mobile computing device 202.Alternatively, the digital storage 204 may be located in a cloudcomputing storage site that is in wireless communication with the mobilecomputing device 202. Access to the cloud computing storage site can becontrolled by and limited by the user of the mobile computing device202. Access to the cloud computing storage site may be granted to othersby the user. In one example embodiment, the cloud computing storage sitecan be accessed via a proximity computing device 210.

The mobile computing device 202 can include an SRC device 208 that iscoupled to the mobile computing device 202 and enables the mobilecomputing device 202 to transmit and receive information within adefined area. The SRC device 208 can be integrated with the mobilecomputing device 202. Alternatively, the short range communicationdevice may be an external device that can be plugged into the mobilecomputing device 202 to enable information to be sent from and receivedby the mobile computing device 202.

A PSRC device 214 can be disposed in a proximity computing device 210that is located at a product location. The product location may be astore shelf, a location in a factory or warehouse, a kiosk, a tollbooth, an attraction at an event, a booth at a tradeshow, a point ofentry, and so forth. The system is configured to establish a short rangewireless communication link 218 between the PSRC device 214 and the SRCdevice 208 coupled to the mobile computing device 202 when the mobilecomputing device 202 is within a selected distance 220 of the proximitycomputing device 210. In one embodiment, the short range wirelesscommunication channel may only communicate using near field magneticinduction communication. The short range wireless communication channelcan be referred to as a proximity communication channel. At least one ofthe SRC device 208 and the PSRC device 214 may have a plurality ofantennas and use magnetic induction antenna diversity to identify thebest antenna to transmit and/or receive a signal. In one embodiment, theselected distance 220 between the two devices may be less than or equalto approximately a wavelength of the carrier signal (λ) divided by 2pi(λ/2π). This will be discussed more fully below.

The system 200 further comprises a proximity based communication filtermodule 212 that is configured to enable a user to set rules for themobile computing device 202 to act on a communication received from thePSRC device 214. The proximity based communication filter module 212 maybe referred to as a proximity solicitation filter module. The rules setby the user are dependent on the type of product associated with thePSRC device 214. For instance, a wireless communication from the PSRCdevice 214 can be received by the SRC device 208 coupled to the mobilecomputing device 202. The wireless communication can include informationidentifying the type of product associated with the PSRC device 214. Therules set using the proximity based communication filter module 212 canidentify whether the mobile computing device 202 will respond to thewireless communication. If the user has set the rules to identify thathe or she is not interested in the product, or the line of productsassociated with the PSRC device 214, then no action may be taken by themobile computing device 202 and the wireless communication may beignored. Alternatively, if the user has set rules to receive anadvertisement communication for a product or line of products associatedwith the PSRC device 214, then the mobile computing device 202 canrespond based on the set rules and the information can be viewed and/orsaved using the mobile computing device 202 or one or more externalviewing devices.

In one embodiment, the proximity based communication filter module 212can be configured to enable the user to select product categories,rather than identify each particular product that he or she isinterested in. For instance, the consumer may identify that he or she isinterested in categories such as fruit, meat, or vegetables. Othercategories that the user may select include the manufacturer, such asPost® brand cereals. The consumer may identify that he or she isinterested in the “manager's special” of the day. The consumer may alsoselect a predefined set of preferences based on the consumer'sinterests, such as a sportsman, a cat lover, a mother of a large familywith small children, and so forth. A predefined preference may also beobtained from friends, relatives, or peers. For instance, a predefinedpreference may be obtained from a social networking group. Othercategories can be applied as well, as can be appreciated.

In one embodiment, the proximity based communication filter module 212can be configured to provide learned preferences to help guide or narrowthe rules for the consumer. The proximity based communication filtermodule 212 may use data from items that were actually purchased to helpfocus the learning algorithm or process. For instance, the frequentpurchase of certain products can weight the learning process based onthe type of product(s) purchased.

In another embodiment, the proximity based communication filter module212 can be configured to learn the buying preferences of the consumer.For instance, the consumer using the mobile computing device 202 canturn on the learning feature in the proximity based communication filtermodule 212. As the consumer purchases products, the rules for theproducts can be set so that the user can receive advertisementcommunications for the purchased products, or for categories of productsrelated to the purchased products. For instance, if the consumerpurchases bananas and the learning feature is enabled, the proximitybased communication filter module 212 may set the rules for productsrelated to bananas, such as other fruits or ice cream and hot fudge tobe set to receive advertisement communications at the mobile computingdevice 202. Similarly, when a consumer purchases a breakfast cereal, therules for related products may be set by the module to receiveadvertisement communications.

In one aspect, the proximity based communication filter module 212 rulescan be overridden or updated in real time, for example, by bringing themobile computing device 202 within a very close range of a closeproximity communication device for a product or location, such as within10 centimeters to allow the SRC device to communicate with the PSRCdevice in accordance with an NFC standard implementation. The rules canbe automatically overridden and/or updated when brought within aspecified range. Alternatively, when the devices are brought within anNFC range of less than 10 cm, a prompt may be displayed on the mobilecomputing device asking the user whether to override the rule(s).

In one embodiment, a location of the user in a store may be trackedbased on an interaction between the short range communication device inthe mobile computing device 202 and each PSRC device that is locatedwithin a proximity of a selected product in the store. A history of theuser's location in the store may be stored on the mobile computingdevice. The location and track of the person through the store may beused by the proximity based communication filter module 212 to identifyselected products and set the related rules for the products to enablethe products to be identified by the mobile computing device 202. Forinstance, if a consumer spends a significant amount of time in a babyproducts section of a store, the proximity based communication filtermodule 212 can be configured to adjust settings for baby products. Theconsumer may be queried to accept selected changes based on the history.Alternatively, these changes may be made automatically.

The settings in the proximity based communication filter module 212 mayalso be updated based on the consumer's purchase history. For instance,if the consumer purchases water nearly every time the consumer shops ata store, the consumer may be queried concerning settings for waterrelated products sold at the store, or other stores.

In one embodiment, information about the user, such as the user'slocation, purchasing history, and so forth, can be shared with a storeor location in exchange for coupons, loyalty points, membership rewards,contest registrations, and so forth. Tracking user information andsharing the information with the store or location can allow thestore/location to improve features such as display location, productplacement, and so forth based on the user's walk path, behaviorpatterns, etc.

In another embodiment, proximity-related stored information includingthe user's tracked location at selected places such as stores,businesses, or other public or private locations, along with the user'spurchasing history at that location and other information stored in themobile computing device such as custom filter preferences, usersettings, social network profiles, and so forth can be shared withanother computing device. The other computing device may be connected tothe internet. When the user approaches a computing device, such as atablet computer, a laptop computer, a desktop computer, a point of saleterminal, or another type of mobile computing device such as a mobilephone, the information stored on the mobile computing device can becommunicated. The information can then be used at the second computingdevice to influence the advertisements and marketing promotions receivedon the computing device. Advertisements and marketing promotions thatare associated with the proximity-related stored information can bereceived at the second computing device through any type of wired orwireless connection. For example, advertisements and marketingpromotions may be received via an internet browser, a search engine, anemail application, an on-line shopping website, a social networkingsite, and so forth. Alternatively, the advertisements and marketingpromotions may already be stored on the second computing device. Theycan then be communicated from the second computing device based on theproximity-related stored information received from the mobile computingdevice.

In one example embodiment, the second computing device may operate on acloud based operating system such as Google Chrome®. The cloud basedoperating system may offer advertising on the second computing device.The type of advertisements communicated by the second computing devicecan be selected based on the user's purchasing history, locationhistory, and so forth that is stored on, or associated with the user'smobile computing device and shared with the second computing device.

Similarly, a computing device with a local operating system can provideadvertisements through an internet browser. The advertisements can bespecialized to the needs of the user based on the user's purchasinghistory and location history that is communicated from the mobilecomputing device.

In one embodiment, the use of the historical information available onthe mobile computing device can be limited to the store or location atwhich the information was gathered. For instance, the user may shop atCostco®. The user's purchasing history and shopping route through thestore may be accessed when the user is shopping on a Costco® website, ora website with an affiliation with Costco®. This information can then beused to provide the user with relevant advertisements based on theuser's purchasing history and behavior in the Costco® store.

In another embodiment, the historical information, including the user'sfilter preferences, purchasing history, and location history, is notlimited to the store or location at which the information was gathered.For instance, the historical information gathered at a store such asCostco® in the example above may be used at another location such asWal-Mart® or another type of business or location entirely, such as amovie theater or hotel. The historical information can be used toprovide the user with relevant advertisements or discounts at the otherlocations.

In another embodiment, the user's purchasing history and locationhistory can be used to influence the results that are provided in aninternet search. If the user purchases specific brands, the owners ofthose brands may pay the search engine provider to list their websitesnear the top of the search. Advertisements are not just provided withinthe construct of a web browser or an operating system. They can also beprovided in association with a user's email, social networking sites,applications, and so forth.

In another embodiment, advertisement information can be communicated tothe mobile computing device by a point of sale (POS) terminal, kiosk,advertisement terminal, or the like. The advertisement information thatis communicated can be determined by the user's proximity-related storedinformation that is available on the mobile computing device. Theinformation may be passively communicated with no action needed by theuser. Alternatively, the user may be queried to determine if the user isinterested in receiving information about a selected product or serviceand information will only be sent upon authorization by the user. Theuser may also pre-authorize the receipt of advertisement informationrelated to the user's purchases and/or interactions with a PSRC deviceassociated with a product.

In addition, the user's purchasing history can also be used to assistthe user in making purchases through a store's website. For example,when the user opens a website for a store which uses PSRC devices tocommunicate with an SRC device on the user's mobile computing device,the user's purchasing history can be communicated and analyzed. Thewebsite can allow the user to purchase those same items without needingto individually locate each item on the website. This can allow the userto quickly purchase every day items without the hassle of locating eachitem on the internet.

The ability to use historical information located on the mobilecomputing device to personalize advertising provides significantbenefits. The advertisements can be of greater interest to the usersince they are directed to products or services actually purchased bythe user, or to products or services related to the user's purchases. Inaddition, the historical information can be communicated tosubstantially any type of computing device. This allows the personalizedadvertisements to be displayed on computing devices that the user hasnever used before. Moreover, the historical information can be moreaccurate than information that is obtained about the user in other ways,such as the user's web surfing habits. Since the historical informationpertains to actual purchases, and not just web sites and web searches,the historical information can be substantially more accurate andtherefore valuable to an advertiser.

While it is possible to communicate the user's purchasing history,location history, and other information from the mobile computing deviceusing magnetic induction, it is not necessary to do so. The informationmay be communicated using a standardized communication protocol orcommunication means such as NFC, Bluetooth, IEEE 802.11, IEEE 802.15,IEEE 802.16, 3GPP LTE, an optical link, an acoustic link, a wired link,and so forth. In addition, the mobile computing device itself mayinclude a cloud based operating system or be connected with theinternet. Thus, advertisements displayed on the mobile computing devicecan be based on the user's purchasing history and location history,without the need to communicate the history to another computing device.

In one embodiment, the proximity based communication filter module 212may be located on the mobile computing device 202. The user can interactwith the proximity based communication filter module 212 through a userinterface on the mobile computing device 202. Alternatively, theproximity based communication filter module 212 may be located on aseparate computing device, such as a user's home computer or a cloudcomputing location that is accessible through a network or the internet.In one embodiment, the proximity based communication filter module 212may be a computer program operating on the user's home computer or at alocation accessible through the internet to assist the user inidentifying desired products and/or product lines in which the user isinterested in receiving advertisements. The user's identifications canbe translated by the proximity based communication filter module 212 toset rules for selected products. The set rules can then be communicatedto the mobile computing device 202 and stored in the digital storage204.

In one embodiment, when a proximity communication is received from thePSRC device 214 (i.e., when proximity is detected via the proximitycommunication link 218) and one or more rules are set in the mobilecomputing device 202 to receive an advertisement communication for aproduct or line of products associated with the PSRC device 214, theadvertisement communication can be communicated to the mobile computingdevice 202 over the proximity communication link 218.

In one embodiment, the system 200 further comprises a proximity basedcommunication filter module 212 that is configured to enable a user toset rules for the proximity computing device 210 to act on acommunication received from the mobile computing device 202. In oneaspect, the communication filter module 212 can also enable a user tocontrol what information is transmitted over an extended range or towhat devices the information can be transmitted.

In another example embodiment, a separate wireless channel may beestablished with the mobile computing device 202 to receive theadvertisement communication. For instance, the mobile computing device202 can include a media communication device 206 that can be configuredto communicate with wireless devices using one or more types of wirelesscommunication standards, such as Bluetooth®, Wi-Fi, Zigbee®, WIMAX®,IEEE 802.16, 3GPP, 3GPP2, 3GPP LTE, GSM, CDMA, UHF, VHF, UWB, or anothertype of wireless communication standard capable of transmitting data,text, audio, and/or video images. When the proximity communication isreceived at the SRC device 208 from the PSRC device 214 via theproximity communication link 218 and proximity has been established,then the mobile computing device 202 may send an acknowledgement signalto the PSRC device 214 via the SRC device. Alternatively, theacknowledgment may be sent via another wireless device such as the mediacommunication device 206 to the proximity media communication device226, giving permission to send the advertisement communication over amedia wireless communication link 230 from the proximity computingdevice 226 to the media communication device 206 using the selectedwireless communication standard. The advertisement communication canthen be transmitted to the media communication device 206 operating onthe mobile computing device 202 through the media wireless communicationlink 230. Alternatively, the establishment of proximity may bedetermined at the proximity computing device 210 and an acknowledgmentmay be communicated to the mobile computing device 200 via a desiredcommunication path such as the proximity communication link 218.

The proximity media communication device 226 may be located adjacent theproximity computing device 210 at the product location. Alternatively,the proximity media communication device 226 may be used to transmitmultiple advertisement communications for a plurality of products andcan be located in a separate part of a store or building from theproduct location. The proximity media communication device 226 may evenbe located outside of a store or building in which the products arelocated. For instance, the media communication device may be a celltower radio configured to communicate with the mobile computing device202.

In one embodiment, the mobile computing device 202 and/or the PSRCdevice 214 can communicate an identification of the product associatedwith the PSRC device 214 to the proximity media communication device226. The communication can be defined as a proximity event. Theproximity event can allow the mobile communication device 200 toestablish communication with, and/or allow a communication from aproximity computing device 210. The proximity event can initiate and/orauthorize the transfer of proximity information about a selected productsuch as coupon information to the mobile computing device. The proximitycomputing device may make a request to a remote storage location. Theproximity computing device may receive the information from the remotestorage location and then transfer the information directly to themobile computing device. Alternatively, the information may betransferred directly from the remote storage location to the mobilecomputing device. In one embodiment, the advertisement communicationsfrom the proximity media communication device can be provided by a thirdparty, a product manufacturer, a promoter, a marketing group, or thelike. In one embodiment, the proximity media communication device 226can communicate the advertisement communication for the selected productor line of products to the mobile computing device 202 over the mediawireless communication link 230, as previously discussed. The proximitymedia communication device 226 can be configured to broadcast or streama plurality of media communications simultaneously to a plurality ofdifferent consumers.

In one embodiment the advertisement communication for a productassociated with the PSRC device 214 can be displayed on a graphicdisplay 209 of the mobile computing device 202. The productadvertisement can deliver information to the consumer about the product.The advertisement can also include financial incentives to the consumerto purchase the product, such as a coupon, rebate, membership or contestentry, or other type of financial incentive, as previously discussed.

The advertisement communication may be interactive, thereby giving theconsumer the opportunity to accept or reject the financial incentive.For instance, the consumer may be queried as to whether they would liketo receive a coupon for the product. The consumer can respond usinghardware and/or software on the mobile computing device 202 to interactwith the graphic display 209, as can be appreciated. When the consumerselects the affirmative in response to the query, the coupon can besaved in the digital storage 204 associated with the mobile computingdevice 202.

In one embodiment, the coupon may comprise a bar code that is displayedon the graphic display 209 of the mobile computing device 202.Alternatively, the coupon may be identified through a numeric oralphanumeric code stored in the digital storage 204. The coupon may befrom the store in which the product is sold. Alternatively, it may be acoupon produced by the manufacturer of the product or a 3rd party. Thecoupon may only be redeemable in the store in which the product is soldand the coupon is received. Alternatively, it may be redeemable in anystore at which the product is sold.

In one embodiment, a proximity event, or the detection of proximitybetween the mobile computing device and the proximity computing device,can trigger coupon scraping to occur. Coupon scraping comprises a searchof the Internet, an intranet, or an accessible database for coupons orinformation related to the product or to similar products. These couponsor information can be accessible and viewed via the mobile computingdevice. These coupons or information may be stored locally on the mobilecomputing device. The coupons or other type of information can becommunicated to the POS terminal using at least one of the proximitycommunication link 218 or the wireless communication link 230 or methodspreviously described.

In one embodiment, the advertisement communication that is displayed onthe graphic display 209 or an external display 224 can be varied basedon the season, an upcoming holiday, a time of day, an inventory level ofthe product, a weather forecast, and so forth. For instance, a user mayset the proximity based communication filter module 212 to inform theuser when a sale of at least 10% off is occurring on products that theconsumer would not normally choose to be informed about. The 10% offsale may occur when the season is ending, or when there is excessinventory on a perishable product.

In another embodiment, an external display device 224 may be used todisplay the advertisement communication when the proximity basedcommunication filter module 212 includes the set rules to receive theadvertisement communication for the associated product or line ofproducts and the SRC device 208 has received a signal from the PSRCdevice 214, signifying that the consumer is within the distance 220 ofthe product. The use of an external device or user interface to displaythe advertisement enables the mobile computing device 202 to remainstored in the consumer's pocket, purse, or other desired storage area toallow the user to passively participate in the promotion.

In one embodiment, the external display device 224 can be interactive.For instance, after displaying an advertisement communication, theexternal display device 224 can query the consumer as to whether theconsumer would like to receive additional information on his or hermobile computing device 202. The additional information may includecoupons, rebates, or other types of information that may be of interestto the consumer such as nutritional information, product catalogs,trailers for a movie, an associated TV commercial, and so forth.Selected information, such as coupons or rebates, can be stored in thedigital storage 204 at the mobile computing device 202. The digitalstorage 204 at the mobile computing device 202 can include the cloudcomputing storage site. The additional information can be communicatedto the mobile computing device 202 using the proximity communicationlink 218 and/or the media wireless communication link 230. In oneaspect, the proximity communication link 218 may be used to bothvalidate proximity and to communicate content. In one aspect, aproximity event can be determined using magnetic induction antennadiversity, receive sensitivity, and power level. Once proximity has beendetermined, the proximity communication link 218 or the wirelesscommunication link 230 may be used. After the communication channel hasbeen established, the mobile computing device and the PSRC device canexchange coupons or any other type of information.

In one embodiment, the mobile computing device 202 can include aproximity location module 216. The proximity location module 216 can beused to assist a consumer in locating a product for which the consumerhas received a communicated advertisement. The proximity location module216 can operate based on a signal strength of the proximitycommunication link 218 between the SRC device 208 and the PSRC device214. A relative change in signal strength of the channel, as the mobilecomputing device 202 is moved, can be displayed on the mobile computingdevice 202 using graphic display 209. The graphic display 209 can beconfigured to orient and direct the consumer towards the productassociated with the PSRC device 214. In addition, the proximity locationmodule may use information from the media wireless communication link230 to assist a consumer in locating a product.

In one embodiment, the SRC device 208 operating on the mobile computingdevice 202 can be configured to receive selected identificationinformation from each PSRC device 214 with which the SRC device 208communicates at a certain area or location, such as a store. Theselected identification information may be an identification code oranother type of value used to associate the PSRC device with a productor area. This information may then be shared by the user of the mobilecomputing device to allow the store to determine various types ofinformation about the user, such as the path that the user traveledthrough the store and the user's shopping habits. Information sharedwith the PSRC device from the mobile computing device can be stored onthe PSRC device or in a database accessible by the PSRC device. The PSRCdevice can also share information with the mobile computing device, suchas sales, suggested purchases, and the like based on previous purchasinghabits. Also, the PSRC device can share information with the mobilecomputing device, such as a location of a product within the storeand/or how to get to that location from the current location.

The identification information can also be used to determine successfulmarketing displays or promotions made within the store. For instance,the user's purchases at a point of sale terminal at the store can becompared with the PSRC devices that the user passed. This informationcan be aggregated for a plurality of users shopping at a store andanalyzed for data trends, such as a large number of users purchasing aselected product after a display was erected. Alternatively, anothertype of display may be installed at a store and it can be determinedthat, while users passed the display, they did not purchase the product.

The collection and sharing of the identification information may beapproved of by the user. The user may receive financial incentives toshare this information or allow this information to be gathered. Forinstance, a store, a marketer, or another interested party may offer theuser financial incentives to allow a store to receive the identificationinformation from the user's mobile computing device at the point of saleterminal. Financial incentives may include coupons, rebates, apercentage off of total purchases, loyalty points, membership benefits,contest entries, or other types of financial or other incentives thatmay motivate a user to share such information.

Short Range Communication Channel

In one embodiment, the PSRC device 214 can be configured to operatebased on the Near Field Communication (NFC) standard or another type ofstandard for a close proximity communication device. While examples aregiven for the NFC standard, the same examples can apply to other typesof close proximity communication devices that may be configured tocommunicate as far as about 20 centimeters, as can be appreciated. Somenon-limiting examples of other communication standards include opticaland acoustic link communication technologies, and other standards whichare described herein.

The NFC standard enables the exchange of data between devices over abouta 10 centimeter (around 4 inches) distance. The technology is a simpleextension of the ISO/IEC 14443 proximity-card standard (proximity card,RFID) that combines the interface of a smartcard and a reader into asingle device. An NFC device can communicate with both existing ISO/IEC14443 smartcards and readers, as well as with other NFC devices, and isthereby compatible with existing contactless infrastructure already inuse for public transportation and payment.

The relatively short communication range of approximately 4 inches forNFC compliant devices is convenient for security purposes since signalstransmitted by the NFC device will typically not be received by otherNFC compliant devices that are further than 10 cm away. However, therelatively short range significantly reduces the usefulness of NFC foractivities such as marketing since it would be tedious for a consumer totraverse a store while travelling within a distance of less than 4inches from products, or continually and repeatedly touching a device toeach product to see if the product is on sale or offering a coupon.

The signals transmitted by NFC compliant devices cannot be receivedreliably by other NFC compliant devices outside of an approximately 10cm radius due to inherent limitations placed in the ISO 1443specification. For example, the specification provides for the use ofonly a single antenna. Signals that are transmitted using NFC rely onmagnetic induction. The magnetic induction signal is optimally receivedby an antenna having an axis that is parallel with the transmittingantenna. When the transmit antenna and the receive antenna areorthogonal to each other then the signal received has a minimum power.When two devices are relatively close, such as the 10 cm maximum rangeprescribed in the ISO 1443 specification, then the angular displacementbetween the two antennas is not as important. Particularly if thedistance between the transmitter and receiver is small relative to thediameter of the transmitter antenna coil. However, as the distancebetween the transmitter and receiver increases compared to the diameterof the transmitter coil, the angular displacement between the receiverand transmitter antennas becomes increasingly important.

One technique for increasing the distance at which a device can receivea signal transmitted by an NFC compliant device, or another type ofclose proximity communication device, is through the use of multipleantennas that are mutually orthogonal to one another, as previouslydiscussed. Through the use of magnetic induction antenna diversity,wherein an antenna is selected based on its ability to receive ortransmit a signal, the use of multiple antennas can significantlyimprove the ability to detect a signal transmitted by an NFC compliantdevice at distances outside the normal NFC range by ensuring optimalinductive coupling by maintaining the most efficient angulardisplacement between the transmit and receive antenna.

The use of magnetic induction antenna diversity enables an NFMItransceiver to be configured that can communicate in multiple modes. Forinstance, the transceiver can communicate in an NFC compliant mode byoperating using a single antenna with no diversity. If it is desired tocommunicate with an increased distance (i.e., greater than 10 cm), thenmagnetic induction antenna diversity can be used to increase thedistance over which a near field signal can be reliably received. Such adevice that is configured to change modes to communicate over a selecteddistance, or between different devices with different communicationprotocols, is referred to as a Multi-Mode Magnetic InductionCommunication (MMMIC) device. An example of a MMMIC device implementingmagnetic induction antenna diversity is described below with referenceto FIG. 3.

FIG. 3 illustrates a block diagram of an example illustration of a MMMICdevice having a plurality of antennas in accordance with an embodimentof the present invention. While the MMMIC device illustrated in FIG. 3and described herein may be described in the context of the marketingsystem described herein, it is equally applicable to otherimplementations of the wireless communication of proximity basedcontent.

Referring to FIG. 3, a MMMIC device 302 is shown having three mutuallyorthogonal antennas 304-308 that are located in the X, Y, and Z axesrespectively. The MMMIC device 302 is separated from a close proximitycommunication device 310, such as an NFC compliant device, by a distance320. When the distance 320 is greater than 10 centimeters (cm) thenother NFC compliant devices typically cannot detect the signal reliably.

In accordance with one example embodiment of the present invention,magnetic induction antenna diversity can be used to increase thedistance 320 over which a signal from a close proximity communicationdevice can be received. A relatively low power signal transmitted by aclose proximity communication device 310 can be detected through the useof multiple orthogonal antennas 304-308. In one embodiment, the signaldetected by each of the orthogonal antennas can be summed to provide amaximum strength detected signal, thereby maximizing the distance overwhich the signal can be detected. Alternatively, a selection metric ofthe received signal can be measured at each antenna.

For instance, the PSRC device 214 disposed in the proximity computingdevice 210 that is located adjacent to the product location, asillustrated in the example provided in FIG. 2, may be an NFC complianttransceiver that transmits a signal from a single antenna. The SRCdevice 208 at the consumer's mobile computing device 202 may includemultiple orthogonal antennas and operate as an MMMIC device 302. Aselection metric of the received signal can be measured at each antennaof the MMMIC device 302 to select an optimal antenna on which to receivea signal from the close proximity communication device 310. The sameantenna can, in some examples, be selected to both receive and transmitthe signal(s). Some examples of selection metrics that may be used toselect an antenna to receive the signal are listed below:

Receive Signal Strength Indicator (RSSI), wherein the antenna having thegreatest RSSI is selected to receive the signal; Decoder output BitError Rate (BER), wherein the antenna with the received signal havingthe lowest BER at the decoder is selected to receive the signal;

Round-robin strategy (i.e., try each possible selection in turn andchoose the best); and

Shannon capacity, wherein the antenna providing a received signal withthe highest Shannon capacity or highest instantaneous link capacity isselected.

Additional techniques can also be used as a selection metric, such asEigenvalue selection of an antenna and selection based on the detectionof cyclic redundancy codes used with forward error correction. Moreover,the signals of multiple antennas can be selected and summed. Forexample, the best two antennas can be selected and summed based on theselection metrics. Any metric capable of prioritizing the antennas basedon the received and/or transmitted signals between two magneticinduction communication devices is considered to be within the scope ofthe present invention. It should be understood that both the PSRC device214 and the SRC device 208 at the consumer's mobile computing device 202can be configured as transceivers capable of full duplex communication(i.e., transmission and reception).

Similarly, a metric, such as the metrics previously listed, may be usedto select a transmit antenna. Typically, the antenna with a greatestselection metric (i.e. receiving the most data) can also be used totransmit the most efficiently. Any metric capable of prioritizing theantennas based on the received and/or transmitted signals between atleast two magnetic induction communication devices is considered to bewithin the scope of the present invention.

Returning to FIG. 3, the antenna(s) 304-308 of the MMMIC device 302 withthe desired selection metric can be selected as the receive antenna.Antenna selection may be performed at a regular rate, such as severaltimes per second. Antenna selection may be performed as often as everydata packet that is received at the MMMIC device 302. As each packet isreceived, the antenna(s) having the desired metric can be selected.Thus, as a mobile MMMIC device 302 is moved and rotated, the antenna(s)that are most closely parallel to the transmit antenna in the closeproximity communication device 310 can be used to receive the signaltransmitted from the close proximity communication device 310. Thisallows the MMMIC device 302 to be moved and rotated with substantiallyany type of angular displacement relative to the close proximitycommunication device 310 without significantly reducing the power of thereceived signal, thereby enabling the MMMIC device 302 to receive thetransmitted signal from the close proximity communication device 310 atgreater distances than a standard device, such as an NFC compliantdevice having a single antenna would allow, while requiring no increasein the transmit power for an NFC compliant device. In some examples, theNFC compliant device can be located in the mobile computing device andthe PSRC device can be a MMMIC device. Likewise, in some examples, theNFC compliant device can be the PSRC and the SRC device in the mobilecomputing device can be a MMMIC device.

In some examples, the mobile computing device can provide user-enabledoptions, where NFC, Bluetooth, and other communication modes can beselectively enabled, disabled, etc. For example, one option may include“all off” where all communication modes are disabled. Another option maybe “NFC only”. Another option may be an “NFC plus sniff” option whereinNFC is enabled and the MMMIC device checks for a signal occurring at adistance of greater than 10 cm at predetermined periodic intervals(e.g., 1 second, 5 seconds, etc.). Another option may be “all on” toenable all communication modes to be active. In some examples, certaincommunication modes may be enabled and provide auto-connect capabilitiesbased on preferences, or may prompt a user to select whether to connect.In a more detailed example, a user can select, for instance, to enableNFMI (i.e. extended range mode) and connect to a wireless network whenthe user has entered a specific building.

The operational mode of the mobile computing device can also be locationdependent. For instance, a user can, when entering a store or a specificlocation, set the mobile computing device to use the MMMIC capability tocommunicate over an extended distance when the mobile computing deviceis at that location. The location may be determined based on anidentification value that is used to identify the location, or via alocation determination means such as via a global positioning systemdetector or another type of radio frequency triangulation scheme. Themobile communication device may prompt to place the device in anextended communication range. Alternatively, the mobile communicationdevice may automatically enter an extended communication range mode at aselected location when the device has been set to be in this mode is atthe selected location.

In addition, the MMMIC device 302 may include features that furtherincrease the ability of the MMMIC device 302 to receive the relativelylow power signal transmitted by the close proximity communication device310. For example, one or more of the plurality of antennas 304-308 inthe MMMIC device 302 may be larger than the antenna design disclosed inthe ISO 14443 specification for an NFC compliant device. The ISO 14443specification requires that a compliant antenna consist of a ProximityIntegrated Circuit Card (PICC) antenna having dimensions of less than 81milimeters (mm) by 49 mm.

The MMMIC device 302 can include larger antennas, or antennas having nonplanar shapes that are designed to have an increased gain relative tothe PICC antenna disclosed in the ISO 14443 specification. The increasedgain of the antenna(s) in the MMMIC device 302 enables receive signalsto be detected that have a lower power than can be received with an ISO14443 compliant PICC antenna.

Additional components comprising the RF front end of the MMMIC device302 may also be selected to be more sensitive than those used in an NFCcompliant device. For example, a Low Noise Amplifier (LNA) in the MMMICdevice 302 may have a lower noise figure than the LNA used in an NFCcompliant device.

In one embodiment, the MMMIC device 302 can be a dual mode deviceconfigured with the ability to change communication protocols tocommunicate with multiple inductively coupled communication deviceshaving different communication protocols. For instance, the MMMIC device302 can be configured to communicate with the NFMI device 310 usingGaussian Minimum Shift Keying (GMSK) at a carrier wave frequency of F1.Other types of modulation may be used as well.

NFC compliant devices are typically configured to use Amplitude ShiftKeying (ASK) modulation on a carrier wave frequency of F2, which istypically 13.56 Megahertz (MHz). The frequency F1 may be the same as, ordifferent from F2 depending on the type of application for which theNFMI device 310 is applied.

An example a MMMIC device in communication with NFC compliant andnon-NFC compliant devices is described below with reference to FIG. 4.While an NFC compliant device is described, the MMMIC device can beconfigured to communicate with other types of close proximitycommunication devices, as can be appreciated.

FIG. 4 illustrates a block diagram of a MMMIC device incorporated in amobile computing device and in communication with NFC compliant andnon-NFC compliant devices in accordance with an embodiment of thepresent invention. While the MMMIC device illustrated in FIG. 4 anddescribed herein may be described in the context of the marketing systemdescribed herein, it is equally applicable equally applicable to otherimplementations of the wireless communication of proximity basedcontent.

Regarding FIG. 4, the MMMIC device 401 may be incorporated in a cellphone or other type of mobile computing device 402. The MMMIC device 401incorporated in the mobile computing device 402 can be used tocommunicate with other NFMI devices 404. For example, other NFMI devices404 may pass audio to and from a wireless headset, exchange data to andfrom a computer or at a toll both, or work as a passive keyless entryfor an automobile or electronic security entrance lock. The MMMIC device401 contained in the mobile computing device 402 can also be configuredto communicate with NFC compliant devices, such as an NFC compliant POSterminal 408 or an NFC compliant PSRC device 414.

MMMIC device 401 (and MMMIC device 302 of FIG. 3) may be capable ofreceiving a signal that was transmitted within a distance of thereceiver that is approximately equal to a wavelength of the carriersignal divided by 2pi (2/2π). When the carrier signal frequency of theMMMIC device 401 (and MMMIC device 302 of FIG. 3) is 13.56 MHz, then themaximum communication distance is approximately 3.5 meters. The MMMICdevice 401 (and MMMIC device 302 of FIG. 3) can be configured tocommunicate with NFC compliant device 404 or other types of devicesconfigured to communicate using NFMI within a desired distance, such as6 feet. As previously discussed, the use of magnetic induction antennadiversity enables the size of the proximity boundary to be set within arelatively tight tolerance.

For instance, returning to FIG. 2, when a user carrying the mobilecomputing device 202 passes within a distance 220 of approximately sixfeet from a desired product (and PSRC 214), the user can be notifiedthrough his or her mobile computing device 202 (or external device 224)that the product is within approximately +/−3 feet of the user.Additional information, such as a picture of the product and/or acoupon, may be displayed on the graphic display 209 of the user's mobilecomputing device 202 to incentivize the user to find and purchase theproduct. The user can then locate the product on the shelf and determinewhether or not to purchase the product.

Returning back to FIG. 4, the user's mobile computing device 402containing the MMMIC device 401 can also be configured to detect theposition of the PSRC device 414, thereby assisting the user to locatethe desired product on the store shelves. The use of an NFMI device todetect the position of another NFMI device on store shelves is morefully disclosed in U.S. Pat. No. 7,532,901, which is herein incorporatedby reference.

The user can continue through the store to purchase other desiredproducts. When the user approaches the checkout stand, the user's mobilecomputing device 402 containing MMMIC device 401 can be configured todetect an NFC compliant POS terminal at the checkout stand. The NFCcompliant POS terminal 408 is configured to transmit a signal at 13.56MHz. As previously discussed, this signal is intended for other NFCcompliant devices and is not typically detectable by NFC compliantdevices at a distance of greater than 10 centimeters (cm).

However, the MMMIC device 401 may be configured to detect the signalfrom the NFC POS terminal 408, which is an NFC compliant device, at adistance of over 10 cm or up to about 6 feet. When the MMMIC device 401uses magnetic induction antenna diversity and/or other methodspreviously described such as power, sensitivity, antenna size, andantenna position to detect an NFC signal at a distance of greater than10 cm, it can be considered to be in an extended NFC mode.

When the user's mobile computing device 402 containing an MMMIC device401 detects a signal from an NFC compliant POS device 408, the mobilecomputing device 402 can be configured to query the user to determine ifthe user wants to switch the MMMIC device 401 into an NFC compliantmode. By switching the MMMIC device 401 into an NFC compliant mode, thesecurity level can be increased by reducing the size of thecommunication “boundary” in which a transmitted near field signal isdetectable. Alternatively, the mobile computing device may be configuredto automatically change to an NFC compliant device mode when the NFCdevice is identified as a POS terminal or other NFC device. Theidentification of the NFC device as a POS terminal can occurautomatically by transmitting the information from the NFC POS terminalto the MMMIC device 401.

When the MMMIC device 401 is in an NFC compliant state, the MMMIC devicecan be configured to transmit and receive signals based on the ISO 14443specification, thereby reducing the signal detection boundary to aradius of approximately 10 cm. The user can then transmit informationwith the MMMIC device 401, such as credit card information or othertypes of financial information that enables the retailer to obtainelectronic funding for the user's purchase. The information may beinformation such as credit card information to conduct an electronictransaction using his or her mobile computing device.

In one embodiment, the MMMIC device 401 can communicate simultaneouslyin both NFC compliant mode and in a non-NFC compliant mode, such as toother NFMI devices. For instance, the MMMIC device 401 in the mobilecomputing device 402 may be coupled to another NFMI device 404 whilealso conducting NFC compliant communication with the NFC compliant POSterminal 408. For example, the mobile computing device 402 cancommunicate in an NFC compliant mode with the POS terminal 408 totransmit secure information such as a credit card number or otherbanking information, while simultaneously communicating with an NFMIradio transceiver 404 such as a headset used for voice communication. Inanother embodiment, the mobile computing device can communicate in NFCcompliant mode with the POS terminal 408 while simultaneouslycommunicating in an extended range mode with a PSRC device 414.

In one embodiment, the NFC compliant POS terminal can communicate one ormore electronic promotions such as coupons, loyalty points, surveyforms, rebates, etc. to the MMMIC device 401 in the mobile computingdevice when the sales transaction occurs. The promotions communicated tothe mobile computing device can be selected based on the productspurchased at the POS terminal. The promotions can be stored in digitalstorage at the mobile computing device. The promotion information can becommunicated to the POS terminal. In one embodiment, promotions that arealready stored on the mobile computing device can be communicated to thePOS terminal via NFC or extended NFC even though no payment transactiontakes place between the mobile computing device and the POS terminal.This allows the user to pay by cash or credit card but remotely sendcoupons from the mobile computing device with no action from the user.

When a user wishes to purchase a product at an NFC compliant POSterminal 408, it may take some time to transfer large amounts ofinformation, such as information related to coupons or other types ofdiscounts or advertising material and the like via NFC. The data rate inan NFC compliant mode can be relatively low, thereby requiring the userto keep the mobile computing device in close proximity with the POSterminal for an extended period of time. The user may not wish to holdthe mobile computing device near the POS terminal for a period that issufficiently long for additional information, such as coupon informationto be transferred. Furthermore, the coupon information may typically beless sensitive than payment information. Therefore, in one example,payment information, such as bank routing information, bank accountnumber, and so forth can be exchanged at the beginning of a transactionusing NFC, and other lower priority or lower security information can besent toward the end of a transaction to or from the mobile computingdevice using another means of communication, such as extended rangeNFMI, or other multimedia communications technologies using the mediawireless communication link 230 (FIG. 2), which preferably can allow theuser to move the mobile computing device away from the POS terminalwhile transmitting the information. Thus, the MMMIC device 401 can bemore convenient for transmitting both sensitive and non-sensitive datarelative to an NFC only communication device.

When the MMMIC device 401 is placed in an NFC compliant mode, it can bedetermined which antenna 304-308 (FIG. 3) to use in the MMMIC device toconduct the NFC compliant communication. In one embodiment, anon-optimal antenna can be used, thereby freeing up the optimal antennato conduct communication with a non-NFC compliant device, such as suchas a headphone or ear piece configured to communicate using NFMI.

For instance, the user may be using the MMMIC device 401 to transmit thevoice signal of a phone call from the user's mobile computing device toan earpiece worn by the user (not shown) while the user is shopping. Inone embodiment, the antenna with the best selection metric can always beused to receive and transmit the voice communication to the ear piece.Alternatively, two or more mutually orthogonal antennas may be used toreceive a signal and the signal from each antenna can be summed. One ofthe remaining antennas in the MMMIC device 401 can be used to transmitand receive signals to the NFC compliant POS device 408 to conduct thefinancial transaction.

In one embodiment, the plurality of antennas in the MMMIC device 401 canbe ranked based on the selection metric measured for an antenna. Theranking can be conducted based on a communication with a transceiver inan extended NFC mode. Since the need to guarantee proper alignmentand/or polarization between two NFC compliant devices is significantlyreduced, due to the close proximity of the devices when communicationoccurs (typically less than 10 cm), then the antenna with the lowestrank on the MMMIC device 401 in extended NFC mode may be assigned tocommunicate with the NFC compliant device when the MMMIC device 401 isplaced in an NFC compliant mode with a selected NFC compliant device.Alternatively, any antenna other than the top ranked antenna (which maybe reserved for communication with NFMI devices or over an extendeddistance with other NFC compliant devices) may be used to communicatewith the NFC complaint device.

In another embodiment, the user may determine that the additionalprivacy provided by the reduced communication distance is not needed. Inthis case, the user may be able to conduct the transaction within adistance of about 2/2π (3.5 meters at a frequency of 13.56 MHz) from theNFC compliant device 308, as previously discussed. In addition, the datatransmitted and received by the MMMIC device 401 can be scrambled and/orencrypted, thereby making it difficult to intercept.

Returning to FIG. 4, in one embodiment, the user may use his or hermobile computing device 402 to establish predefined limits, such asfinancial limits, in which the MMMIC enabled mobile computing device canbe used to conduct a financial transaction at the greater distance(i.e., when it is not in NFC compliant mode). The user can control wheninformation is sent via an extended range. In one embodiment, the usercan set up the mobile computing devices so that financial transactionsthat involve communicating sensitive data, such as account information,can only be conducted at a short distance, such as when using an NFCcompliant communication from the mobile computing device. The mobilecomputing device can also be configured to allow the communication ofinformation that does not include sensitive information, such asmarketing information, coupon information, rebate information, and soforth, to be communicated at a longer range, such as greater than theNFC range of 10 cm.

In one embodiment the user may determine that for purchases for productscosting less than $20.00, the financial transaction between the MMMICenabled mobile computing device 402 and the NFC compliant POS terminal408 can be conducted at a distance of up to 3 meters from the NFCcompliant terminal 408. The user will typically enter information, suchas a pass code, at the POS terminal to complete the purchase. However,this may not be necessary in all situations. For inexpensive purchases,the user may simply pass within the predefined distance of the NFCcompliant POS terminal and receive a notification, such as a chime orgraphical indication on a display, that the purchase was completed.

For instance, at a library the user can pass the checkout stand, hear achime, and know that all of the books the user has selected are checkedout to the user. The NFC compliant POS terminal 408 can displayinformation related to the purchase, rental, lease, or other type oftransaction. For example, the POS terminal can display information suchas what was purchased and the amount, and provide a receipt if desired.

In one embodiment, preferences selected by the consumer can beoverridden based on a distance of the mobile computing device to thePSRC device. For instance, with reference to FIG. 2, when the SRC device208 in the mobile computing device 202 is a MMMIC device that isoperating in an NFC mode and is within a distance of 10 cm from the PSRCdevice 214, then the rules set in the proximity based communicationfilter module 212 may be automatically overridden to enable marketinginformation to be received from the PSRC device (or the proximity mediacommunication device 226).

When the MMMIC device 401 is configured to operate at two separatefrequencies, such as 13.92 MHz with NFMI devices and 13.56 MHz with NFCcompliant devices, a separate RF front end may be used to detect anddemodulate the NFMI signal and the NFC compliant signal. The NFMI devicecan be configured to route received signals to the appropriate front endthrough detection, filtering, and switching. Each front end can includethe appropriate matching filters, band pass filters, low noiseamplifier, and downconverter for the selected frequency. The MMMICdevice can be configured to share the same antenna and communicate usingmultiple protocols simultaneously. When the same operating frequency isused by both types of devices then the NFMI device may use a singlefront end to receive both NFC compliant signals and non-compliantsignals from other NFMI devices. A different demodulator may be useddepending on the type of modulation scheme used by each device.

An example of a method for proximity based marketing is described belowwith reference to FIG. 5 as a specific example of a method for thewireless communication of proximity based content is described.

FIG. 5 depicts a flow chart of a method for proximity based marketing inaccordance with an embodiment of the present invention. While a methodfor proximity based marketing is illustrated in FIG. 5 and describedherein, the constituent steps thereof may be equally applicable to otherimplementations of the wireless communication of proximity basedcontent.

Referring to FIG. 5, a method 500 for the wireless communication ofproximity based marketing is shown. The method includes the operation510 of defining a proximity boundary with dimensions defined by at leastone of a communication range of one of the Short Range Communication(SRC) device and a Proximity Short Range Communication (PSRC) device,and a receive sensitivity of one of the SRC device and the PSRC device.

In operation 520, the SRC device and the PSRC device are each configuredto communicate using magnetic induction. In operation 530, at least oneof the SRC device and the PSRC device include at least two substantiallyorthogonal antennas to provide magnetic induction antenna diversity. Inoperation 540 the SRC device is coupled to a mobile computing device. Inoperation 550, the PSRC device is associated with at least one of aproduct and a service.

In operation 560, the method further comprises communicating a proximitysignal in the proximity boundary from the at least one selected antennabetween the SRC device and the PSRC device. In operation 570, at leastone action is performed by at least one of the PSRC device and themobile computing device when the proximity signal is detected betweenthe SRC device and the PSRC device.

In one embodiment, the SRC device and the PSRC device can havesubstantially similar communication ranges and receive sensitivities toenable them to communicate with each other at any location within theproximity boundary. Alternatively, one of the devices can have a greatercommunication range and/or receive sensitivity. For instance, the SRCdevice may have a plurality of orthogonal antennas while the PSRC devicemay be configured to be NFC compliant and may only have a singleantenna. This would enable the SRC device to receive signals at agreater distance than the NFC device. However, the SRC device may alsohave a greater communication range, enabling it to transmit at a higherpower to allow the PSRC device to receive signals communicated when theSRC device is located at distances greater than 10 cm, the designedouter range of an NFC compliant device. Other design variations are alsopossible based on different configurations, as can be appreciated. Thecommunication ranges and receive sensitivities can define the maximumdimension of the proximity boundary.

In one embodiment, the selected action performed at the mobile computingdevice involves storing information related to an advertisementcommunication at the mobile computing device when the advertisementcommunication is related to the desired product having the set rules toreceive information regarding the product.

In another embodiment, the selected action performed at the mobilecomputing device involves alerting the customer that the product iswithin a proximity of the customer through an alert output by the mobilecomputing device. The alert may be an audio alert, a vibration alert, avisual alert, and the like. For instance, an image of the product or acoupon for the product may be displayed. An advertisement communication,such as a video or other type of multimedia presentation may also bedisplayed that relates to the product. Alternatively, no alert may beoutput to the user by the mobile computing device.

The advertisement communication may be communicated to the mobilecomputing device through a communication means such as, for example,email, texting, instant messaging, using a wired transmission, or awireless transmission. This example is not intended to be limiting.Other types of communication means can be used as well, as can beappreciated.

The SRC device associated with a selected product can be NFC compliant,as previously discussed. Alternatively, the PSRC device may communicateusing a non-NFC compliant form of communication. For instance, a powerof the signal or a size of the antenna may be outside allowedspecifications in the NFC standards.

While various embodiments described herein refer to communicationsbetween a mobile computing device and a PSRC device, the communicationsmay be between any type of suitable device. For example, thecommunications may be between devices selected from the following typesof devices: phone, personal computer, car, appliance, payment device,access control device, and so forth. The devices can be a same ordifferent type. In one embodiment, a communication between a phone and apersonal computer (PC) may be accomplished via a proximity communicationlink 218 (FIG. 2). Proximity information can be stored on the phone, ormay be accessible by the phone or the pc (e.g., the information may bestored in the cloud). The proximity information can be used to define auser profile for applications outside of the proximity area. Forexample, a user may approach a computing device such as, a tabletcomputer, a portable computer, or a desktop computer with the mobilecomputing device 200. Using the proximity information available from themobile computing device, advertisements on the computing device can betailored to the user, even if the user has not previously used theparticular computing device. Similarly, a car may have various settings,such as favorite radio stations, seat positions, steering wheel height,favorite global positioning satellite system (GPS) points of interest,and the like which can be retrieved based on an identification of theuser via a proximity communication link 218 from a mobile computingdevice 200 and automatically set according to the user preferences.

It should be understood that many of the functional units described inthis specification have been labeled as modules, in order to moreparticularly emphasize their implementation independence. For example, amodule may be implemented as a hardware circuit comprising customVery-Large-Scale Integration (VLSI) circuits or gate arrays, a customApplication-Specific Integrated Circuit (ASIC), off-the-shelfsemiconductors such as logic chips, transistors, or other discretecomponents. A module may also be implemented in programmable hardwaredevices such as field programmable gate arrays, programmable arraylogic, programmable logic devices or the like.

Modules may also be implemented in software for execution by varioustypes of processors. An identified module of executable code may, forinstance, comprise one or more physical or logical blocks of computerinstructions, which may, for instance, be organized as an object,procedure, or function. Nevertheless, the executables of an identifiedmodule need not be physically located together, but may comprisedisparate instructions stored in different locations which, when joinedlogically together, comprise the module and achieve the stated purposefor the module.

Indeed, a module of executable code may be a single instruction, or manyinstructions, and may even be distributed over several different codesegments, among different programs, and across several memory devices.Similarly, operational data may be identified and illustrated hereinwithin modules, and may be embodied in any suitable form and organizedwithin any suitable type of data structure. The operational data may becollected as a single data set, or may be distributed over differentlocations including over different storage devices, and may exist, atleast partially, merely as electronic signals on a system or network.The modules may be passive or active, including agents operable toperform desired functions.

Reference throughout this specification to “one embodiment” or “anembodiment” means that a particular feature, structure, orcharacteristic described in connection with the embodiment is includedin at least one embodiment of the present invention. Thus, appearancesof the phrases “in one embodiment” or “in an embodiment” in variousplaces throughout this specification are not necessarily all referringto the same embodiment.

As used herein, a plurality of items, structural elements, compositionalelements, and/or materials may be presented in a common list forconvenience. However, these lists should be construed as though eachmember of the list is individually identified as a separate and uniquemember. Thus, no individual member of such list should be construed as ade facto equivalent of any other member of the same list solely based ontheir presentation in a common group without indications to thecontrary. In addition, various embodiments and example of the presentinvention may be referred to herein along with alternatives for thevarious components thereof. It is understood that such embodiments,examples, and alternatives are not to be construed as defactoequivalents of one another, but are to be considered as separate andautonomous representations of the present invention.

Furthermore, the described features, structures, or characteristics maybe combined in any suitable manner in one or more embodiments. In thefollowing description, numerous specific details are provided, such asexamples of materials, fasteners, sizes, lengths, widths, shapes, etc.,to provide a thorough understanding of embodiments of the invention. Oneskilled in the relevant art will recognize, however, that the inventioncan be practiced without one or more of the specific details, or withother methods, components, materials, etc. In other instances,well-known structures, materials, or operations are not shown ordescribed in detail to avoid obscuring aspects of the invention.

While the forgoing examples are illustrative of the principles of thepresent invention in one or more particular applications, it will beapparent to those of ordinary skill in the art that numerousmodifications in form, usage and details of implementation can be madewithout the exercise of inventive faculty, and without departing fromthe principles and concepts of the invention. Accordingly, it is notintended that the invention be limited, except as by the claims setforth below.

What is claimed is:
 1. A method for wireless communication of proximitybased marketing, the method comprising: setting at least one ruleregarding at least one of a product and a service for a proximity basedcommunication filter module, which is associated with at least one of amobile computing device and a proximity device associated with the atleast one of the product and the service, the at least one ruleidentifying one or more actions performed by the at least one of theproximity device and the mobile computing device when the proximitydevice and the mobile computing device are within a first proximity toeach other; determining whether the proximity device and the mobilecomputing device are within the first proximity to each other by forminga short range wireless communication link between the proximity deviceand the mobile computing device when the mobile computing device iswithin the first proximity of the proximity device; and performing atleast one action by the at least one of the proximity device and themobile computing device based on the at least one rule set in theproximity based communication filter module when the proximity deviceand the mobile computing device are within the first proximity to eachother.
 2. The method of claim 1, wherein the at least one actionincludes receiving a marketing communication at the mobile computingdevice for the at least one of the product and the service associatedwith the proximity device.
 3. The method of claim 2, further comprisinginforming a user of the mobile computing device about the at least oneof the product and the service with the marketing communication.
 4. Themethod of claim 2, wherein the marketing communication is varied basedon at least one of a season, a holiday, a time of day, an inventorylevel of the consumer product, a weather forecast, a history of sales ofthe at least one of the product and the service, and a history ofpurchases of the at least one of the product and the service.
 5. Themethod of claim 2, wherein the marketing communication is received atthe mobile computing device at least one of directly from the proximitydevice and through a mobile communications network.
 6. The method ofclaim 2, wherein the receiving of the marketing communication at themobile computing device comprises receiving the marketing communicationat the mobile computing device through at least one of an email, a textmessage, an instant message, a social networking communication, a wiredtransmission, and a wireless transmission.
 7. The method of claim 2,further comprising, when the marketing communication is transmitted,notifying a user of the mobile computing device about the at least oneof the product and the service associated with the proximity device bydisplaying at least one of an image and a video on a display externalfrom the mobile computing device that is associated with the proximitydevice.
 8. The method of claim 2, wherein the at least one actionincludes determining whether to store the marketing communication at themobile computing device based on the at least one rule set in theproximity based communication filter module.
 9. The method of claim 2,wherein the marketing communication includes at least one of anelectronic coupon and a rebate.
 10. The method of claim 9, wherein theelectronic coupon is a third party coupon that is redeemable at aplurality of selected locations.
 11. The method of claim 9, wherein theelectronic coupon includes a bar code that is displayed on a display ofthe mobile computing device.
 12. The method of claim 9, wherein at leasta portion of the electronic coupon is stored in a cloud storage facilityassociated with the mobile computing device.
 13. The method of claim 9,further comprising polling, by a Point Of Sale (POS) terminal, themobile computing device for the electronic coupon when the at least oneof the product and service is purchased at the POS terminal.
 14. Themethod of claim 9, wherein the point of sale terminal includes a closeproximity communication device.
 15. The method of claim 1, furthercomprising storing the at least one rule for the proximity basedcommunication filter module on the mobile computing device to increase auser's privacy.
 16. The method of claim 1, wherein no information iscommunicated from the mobile device to the proximity device to increasea user's privacy.
 17. The method of claim 1, further comprisingindicating with the at least one rule a desire to receive information atthe mobile computing device for the at least one of the product and theservice associated with the proximity device.
 18. The method of claim17, further comprising limiting the information, received at the mobilecomputing device based on the at least one rule set in the proximitybased communication filter, module pertaining to the at least one of theproduct and the service associated with the proximity device.
 19. Themethod of claim 1, further comprising updating the at least one ruleregarding the at least one of the product and the service for theproximity based communication filter module by placing the mobilecomputing device within a second proximity to the proximity device for apredefined amount of time, wherein the second proximity is smaller thanthe first proximity.
 20. The method of claim 19, further comprisingquerying a user of the mobile computing device for approval to updatethe at least one rule if the at least one rule is set to ignore the atleast one of the product and the service associated with the proximitydevice.